Like many retailers in and beyond beauty, Credo is making an effort to be more inclusive by partnering with and otherwise supporting Black-owned brands.
NUELE is one of those brands. Founded by Anne Cheatham and Dr. Christine Martey-Ochola, and launched this past March, the new hair brand is all about non-toxic natural ingredients and supporting women all along the supply chain.
NUELE partners with Credo to bring ultra-clean hair serum to more consumers
“We are so excited for NUELE’s launch in Credo,” Martey-Ochola tells the press. “When we were creating NUELE Hair Serum, we dreamed of partnering with a retailer like Credo who shared our same values when it comes to clean ingredients.”
“Since launching NUELE we’ve come to realize that consumers are hungry for a truly clean haircare product that actually delivers on its promise,” she says, adding that, “partnering with Credo will take NUELE to the next level and reach a consumer base with a deep appreciation for clean beauty.”
What actually is an ultra-clean beauty product formulation?
Today, NUELE is a one-product brand. The NUELE Hair Serum is formulated with only Jojoba Oil, Argan Oil, Moringa Oil, Rosemary Oil, and Clary Sage.
The brand’s approach to product formulation, which centers on natural and organic ingredients; leaves out GMOs, cyclic silicones, alcohol, phthalates, etc.; and does not allow for “unnecessary dilution” or synthetic ingredients, makes for a “a product that performs as well as the ultra high-end beauty products. This is the main point of difference between NUELE and other clean haircare brands, and why NUELE describes themselves as ‘ultra clean’,” according to this week’s media release about the brand’s retail partnership with Credo.
And while many in the industry and consumer space are still trying to get their head around what clean beauty is, Cheatham and Martey-Ochola are hoping that with this formulation strategy they can help create a simple, more niche category of ultra clean beauty products.
Women supporting women along the beauty supply chain
When possible, NUELE sources ingredients from women-owned farms in, for instance, Ghana and Morocco. And the news brand also works with True Moringa, a Black-owned brand and ingredient supplier that is on a mission to prevent both deforestation and malnutrition in Ghana by planting some 100,000 moringa trees.
These are choices Cheatham and Martey-Ochola have made in an effort to “help drive the economy in rural markets in Africa, promoting fair payment for local female farmers and minimizing environmental impacts.”